Neo-Domesticity
Cult of Domesticity
- Guiding ideals for 19th century middle- upper class women
- Domesticity, Piety, Purity, Submission
-
These guidelines created the "True Women"
Domestic Tasks
- Cooking
- Baking
- Home Decor
- DIY
- Arts & Crafts
Social Media
-
Women are more active than Men on SM
-
Visual platforms skew towards women
- 1/3 of Women use Pinterest
- Women dominate Instagram
-
Women visit social platforms 3-6 times per day (likely to increase with mobile usage).
Audience
Caucasian Women
Millennials
College-Educated
Affluent
Urban
Trend
-
White, millennial women now seek fulfillment outside of the workplace.
-
They have returned to domestic tasks.
-
The demographic utilizes social platforms to showcase successes [Pinterest, Flickr, Instagram, Etsy, Tumblr].
Examples
Example II
Example III
So What?
-
Create detail-oriented, highly visual content.
-
Understand that women are multi-faceted.
-
Eliminate pre-existing notions of "femininity" from all campaign strategy.
-
The audience wants to bake its cake, sell it, and eat it too.
Sources
Burst Media: Online Insights
Pew Research: Social media factsheet
Pinterest
Tumblr
Instagram
Etsy
Flickr
Mashable